NEW YORK: Ketchum has won a global account to support a new
diabetes therapy - inhaled insulin.
The agency was appointed on a joint basis by Aventis Pharma and Pfizer,
which have entered into agreements to co-develop, co-manufacture and
co-promote the product.
Inhaled insulin is a new product which, as the name suggests, allows
diabetics to inhale their insulin, rather than inject it.
The account is global, and will be headed for Europe out of London by
David Gallagher, managing director of European healthcare. Diane Weiser,
senior vice-president/group manager will lead the account on the US side
from New York.
The product can be used to treat both type one (insulin dependent) and
type two (non-insulin dependent) diabetes. The advantages for diabetics
of having a product which can be inhaled rather than injected would be
considerable. Some insulin-dependent diabetics have to inject themselves
up to four times a day.
It has been estimated that currently there are over 160 million
diabetics in the world. In the UK alone, Diabetes UK says there are over
1.4 million people living with diabetes, and estimates there are a
further million who have not been diagnosed.
The introduction of inhaled insulin will be the first major development
in the delivery of insulin since it was introduced some 75 years ago.